Congratulations on your new book! Whether you’ve just put the finishing touches on your first book or have been down this road before, you’re probably eager to see what you can do to help to give your baby a proper send-off into the wild world of book critics and Amazon reviewers alike. Though I may not be your publicist, here’s hoping this guide can address the publicity questions you have, but were hesitant to ask.

Will you send my book out for review?

Absolutely! We are as invested in seeing your book land in the right hands as you are. Many months ago you should have filled out an Author Promotion Form (APF). Every press calls these forms something different, but this is an opportunity for you to share any suggestions for publications or special contacts that should receive a copy of your book. Didn’t fill it out? Don’t fear. You can contact your publicist at any time with leads for reviewers. Your publicist has also been familiarizing herself with your book and compiling a list of contacts that are just right for the target audience. Your book will be sent to a well-curated list. We also send out press releases and targeted email pitches.

My book is out and I haven’t seen any reviews in journals. What’s going on?

Don’t despair. Reviews in scholarly journals can happen at a glacial pace. Often they appear many months (or even a year) after publication date. This is also the case for major publications like the New York Review of Books,The London Review of Books, and the Times Literary Supplement.

What can I do to help?

A lot. One of the best things you can do after writing a book is… write some more! If your book’s research can be leveraged to comment on current events and you’re able to write a short (750 words) piece with a definite argument, you can pen an op ed positioning yourself as an expert, mentioning your book in the byline. Your publicist can help you to get this into the hands of the right people. Never written an op ed before? Start by reading them.

Take advantage of other writing opportunities too. Guest blog if you are asked. Respond quickly to reporters who solicit your expertise. Reach out to personal contacts and colleagues who may have an affinity with your work and be interested in covering it.

Should I promote my book on Facebook/Twitter? Something else?

If you’re already active on social media, get more active now. The three months following the publication of your book is no time for modesty. You can follow people working on or writing about similar topics, retweet your book’s reviews or your own opinion pieces, use twitter to engage with others on your topic, or simply tweet ‘thanks!’ at someone for sharing your piece. If you know of an organization or individual that might be interested in your book, you can tag them in tweets to let them know about it. But whatever you do, make sure to use your twitter feed to do more than self promote. Pay attention to what others are writing and be generous. If you share someone else’s work, there’s a good chance they’ll pay attention to the next thing you write as well. Finally, don’t worry about jumping onto every social platform there is. Use whatever is most comfortable for you, and where you have a natural following.

Should my book have its own hash tag?

Probably not. Instead, use a popular tag on a topic you cover (like #edchat or #behavioraleconomics).

I’ve never used social media and feel silly tweeting. Do I have to?

There is no pressure at all to engage in these activities. If you’re on the fence about social media, now might be a time to give it a whirl. But if social media use is painful for you, forcing yourself into that territory it isn’t likely to benefit you or your book. No need to worry. Your publicist and press’s social media manager will be pushing out posts on your book themselves. Just sit back and enjoy the show.

Can my university help?

Definitely leverage the power of your university. Be in touch with your communications office to see what resources or plans they may have to promote your book. Some will share special features on social media, put out a press release on your book, post interviews with you their own website, or even be willing to produce a video interview or book trailer. Make sure to keep your book publicist in the loop about any plans to avoid duplication of effort, and offer both your university and your publisher opportunities to cross post.

I was interviewed, but the reporter used my quote without mentioning my book. How can I make sure my book is mentioned next time?

Just ask. Most reporters are amenable to referring to you as ‘author of…’ when using your quote. Don’t be shy about making the request.

Help! My book got a bad review! Should I respond?

Some reviewers may draw conclusions about your research that you think are off base; in rare cases, they may even write caustic takedowns. There is no absolute rule covering how or whether to respond, though in many cases, the best response is no response at all. At times, we may counsel authors to reply, especially in the New York Review of Books, which has a long tradition of spirited exchanges between reviewer and author in their “Letters” section. Above all, if you do respond, you should keep it respectful and stick, as much as possible, to correcting errors of fact. Avoid the polemics the reviewer may have engaged in. You’ll come off better if you take the high ground. Kill’em with kindness.

I still feel frustrated.

Completely understandable. Post the offending review to your personal Facebook wall if you’re inclined, where no doubt your friends and colleagues will rally to your cause. But don’t feel the need to reply to everything, rectify every misunderstanding, or haunt the comments section under your own op eds. Remember the old chestnut that even bad publicity is good publicity? It’s true. The interest of readers and other reviewers is likely to be piqued by the very controversy that has you steaming, and that can only be a good thing.

Thanks for the tips, but I wish I could talk to another author. Someone who’s traveled this road before.

You’re in luck! For another perspective and more ideas on how you can get creative with book publicity, check out this post by Michael Chwe, whose exuberant, hands-on efforts helped his book, Jane Austen: Game Theorist, to garner widespread attention. This is a man who said he’d stop at nothing—not even Jane Austen kitten memes—to get his scholarly book out there.

If you’re not as proactively disposed as Chwe, don’t worry. Successful publicity campaigns come in many forms. Remember, too, that your book is supported by the collaborative efforts of multiple people and departments. Although every new author’s journey comes with a bit of anxiety, take a deep breath, set up a Google alert for your name, and raise a glass to yourself. Whatever you do, try to enjoy the ride.

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